Manchester City signs Superbloke as official blockchain-based partner to target Asian fans

Manchester City has fielded its latest official partner in the form of sports service developer Superbloke, which will become the club's first blockchain-based Gacha partner.

Under the terms of the deal, Superbloke will incorporate players and experiences into its online game FC Superstars, enabling fans across Korea, Japan and South-East Asia the opportunity to combine their passion for the club with online gaming.

Damian Willoughby, senior vice president of partnerships for City Football Group, said: “This new partnership with Superbloke marks another exciting milestone in City’s growing relationship with gaming and will create unique experiences for fans to engage with the Club through digital platforms. We look forward to welcoming Superbloke to the Manchester City family and growing our knowledge of this developing industry through this partnership.”

Superbloke chief strategy officer Nak-Hyoung Kim added: “It is fantastic to cooperate with Premier League champions, Manchester City. Superbloke has a vision to use blockchain technology to help football fans so that they can permanently own players' tokens they have collected. We expect that this partnership with Manchester City will be the first step to get closer to our vision.”

The blockchain-based game enables players to collect, train and grow their own Manchester City digital player cards employing real-life match stats.

Manchester City previously came under fire in China for only visiting the country in order to fulfill its sponsorship obligations.